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Broadcast, Press & Inserts
 

PSA - Hate

Una Onlus

Issue 24 | October 2012

Agency

JWT Milano

Creative Team

Copywriter: Davide Boscacci Art Director: Ricard Valero Associate Creative Director: Davide Boscacci Executive Creative Director: Daniela Radice Chief Creative Officer: Sergio Rodriguez, Enrico Dorizza

Production Team

Director: Luca Lucini Agency Producer: Moviefarm Production Company: Filmmaster

Date

07/2011

Background

The client asked them to create a campaign to raise awareness and funds on a dramatic children disease. The target was everyone who is sensible to this social issue, especially parents.

Idea

What they put on stage is a misunderstanding based on very strong feelings: hate, yes, but caused by love. It’s nothing more than the drama that families affected by children cancer live, very simple, very straight, very powerful.

Results

+140% visits to the website, +35% donations versus previous year’s campaign.